WOMEN KEEP IT REAL TO SHED BONDS OF ‘BEAUTY’

Is it an easy form of feminism, an advertising ploy or a bit of both? I’m talking about the rise in female empowerment campaigns by clothing, skin care and cosmetics companies.

Reebok recently came up with a campaign called #perfectnever. It features a 45second video starring Ronda Rousey, the world’s most famous female mixed martial arts fighter, a UFC champion and budding Hollywood action star. (She lost her championship title to Holly Holm in an MMA upset in November 2015, the first loss of her superstar career.)

In the clip, she sheds a glamorous gown, hair extensions and fake eyelashes while walking off a movie set, and then is shown in workout gear — a sports bra and shorts that the motto: “Be more human.”

Reebok’s not the first, and won’t be the last. Some 12 years ago, Unilever’s Dove Real Beauty campaign pictured real women on billboards to promote a new definition of beauty by getting women to accept themselves as-is, and focus on confidence as a main source of attractiveness. Under Armour’s “I Will What I Want” campaign featured supermodel Gisele Bundchen kickboxing in a gym whose walls were spotlighted with Twitter comments about her value (or lack thereof) to society.

Jamie Joyce, a Crossfit game competitor (broadcast on cable TV), rebelled on her own with an Instagram message, which said, in part:

“I’m in the best shape of my life and still don’t have a six pack. Not even close to a 4 lol. Some of it is genetics and the

other part is I could eat less calories to try to look like everyone else. But the bottom line is I need to eat to perform.”

Finally, real women with real bodies who kick ass — without being overly sexualized like girls with unusual shapes (like ultra big booties) in rap videos. This female as superhero is something for girls (and boys) to admire.

Is it the silver screen or the

computer/mobile screen that’s the new path to cultural change and new awareness? If so, more power to women. But it’s still frustrating that it takes social media hashtag campaigns to make women feel good about themselves.

These are still largely about building a mythology to get consumers to buy in — to movies, sneakers, leggings, maxi pads or even soap.

So what was my mom selling me when she told me as a kid, “Beauty is only skin deep — real beauty lies within”? Only a life lesson.

If only there’d been a product attached to it, I would have paid attention sooner.

Reebok Ronda Rousey, a mixed martial arts star, in a Reebok ad.

Ronda Rousey turns the tables on glamour and perfection in a new Reebok ad in which she sheds the glamour for workout gear. The 45-second spot ends with the tagline: Be more human.